Xia Morgan West — Blondel.paris

Xia Morgan West
X.M.W

Detail:

art direction, cgi, animation, lighting,
sound desig, graphic design
Client: Internal project
2023

This project takes the form of a short film for a fictional advertisement combining CGI, live-action footage, and graphic design for the brand Xia Morgan West. Through a deliberately minimalist and experimental approach, the film presents a raw and refined vision of a simple product, while cultivating a sense of mystery. It explores the idea of visibility and suggests that understanding comes only to those who know how to look, revealing a coded message embedded within the brand’s identity.

The staging is intentionally restrained, built around a series of street-level shots captured with an onboard camera, alongside a second section designed for social media, focusing on the materiality of the fabric. The XMW logo, applied through screen printing, appears as a strong graphic signature layered onto the textile.

The film aims to leave a lasting and recognizable imprint, asserting a distinctive and coherent vision directed toward a target audience sensitive to aesthetics, materiality, and the brand’s attitude.